content promotion tactics for link building
Post on 16-Apr-2017
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@staceycav
Content Promotion Tactics
For Link Acquisition
Stacey MacNaughtTecmark
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I still give a crap about links
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(Yep, even in 2015).
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And I’ll still give a crapabout them next year.
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And, let’s be honest, links are why SEO agencies have had to adopt
content led marketing
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We invest heavily in content with the primary goal of building links
http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
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Simple ideas formatted to fit target audiences
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Over the past 5 years, we’ve modifiedour processes extensively to improveour success rates. Changes include:
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Better goal setting
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More efficient ideation
http://blogsession.co.uk/2014/03/635-method-brainwriting/
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Thorough audience analysis
http://blogsession.co.uk/2015/06/content-audience-insight-tools/
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Higher quality production
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Significantly higher investmentinto smarter promotion planning
and execution
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Time and money.
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But first, let’s take a step back…
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Why do people link?
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“Because I paid them.”
- Me, circa 2009.
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“Because we spent so many many many many many many hours
creating a linkable asset and then promoting it.”
Me, circa 2015.
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But, there is some good news, link lovers.
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The reasons that people link are far simpler than the reasons they
share on social
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Read this.
http://nytmarketing.whsites.net/mediakit/pos/
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And This.
http://marketing.buzzsumo.com/link-study/
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http://marketing.buzzsumo.com/link-study/
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http://marketing.buzzsumo.com/link-study/
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So, sharing is all aboutrelationships
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Whereas natural linking is often more about attribution (or
blame).
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That’s why image link building is so effective
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https://www.gov.uk/government/news/lord-deighton-meets-manchester-leaders-to-discuss-infrastructure-strategy
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http://www.vice.com/en_uk/read/shark-diving-teaches-people-sharks-are-just-big-beautiful-fish-701
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Image link building works in travel, B2B, finance, insurance,
retail….
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Because if people use something that belongs to you, they attribute.
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So how does this apply to content promotion?
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Well, first of all it raises the questions about why someonewould link (rather than share)the piece of content we are
promoting.
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Does your content havelinkable assets?
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A compelling story A linkable assetHappy Place
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Linkable assets could be:
Images journalists or bloggerswill want to use when writing
about your story.
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Linkable assets could be:
A tool that solves the problemyour story is about.
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Linkable assets could be:
A download that the blogger orjournalist’s audience will benefit from
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Linkable assets could be:
Even simply a highly controversialopinion or statistic that someone
effectively wants to write about butblame you for!
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Ultimately, they’re things that justify a link rather
than just a mention
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Ok…back to promotion.
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Outreach ≠ Promotion
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If ‘outreach’ is the only thing youare doing to promote your content, then you are not
doing enough.
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Outreach ≠ Promotion
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Before you can plan promotionyou need to know why you’re doing it.
What does success look like?
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You need to know who you’re doing it for
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When your goals centre around link acquisition, your content target audience might not be the same as your target customer
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You want me to link?
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Align your objectives with your audience
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Find out where your audience is finding content and what they’re reading
1. Where
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https://yougov.co.uk/profiler
YouGov Profiles
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https://yougov.co.uk/profiler
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https://yougov.co.uk/profiler
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https://yougov.co.uk/profiler
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https://yougov.co.uk/profiler
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https://www.facebook.com/ads/audience_insights
Facebook Audience Insights
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https://www.facebook.com/ads/audience_insights
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https://adwords.google.com/da/DisplayPlanner
Google Display Planner
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https://adwords.google.com/da/DisplayPlanner
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Start finding specific contacts
2. Who
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https://adwords.google.com/da/DisplayPlanner
http://bit.ly/1SwscbE
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https://adwords.google.com/da/DisplayPlanner
1.Major Influencers
2. Mid Weight Influencers
3. Smaller publications/Influencers
Organise them into Tiers
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Get buy in early (where possible)
3. When
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1.Major Influencers
2. Mid Weight Influencers
3. Smaller publications/Influencers
Tier 1 – Before Production
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Good old fashionedpsychology
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Commitment
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I saw you wrote about people with their faces in their phones in the
pub!
If I had data suggesting people spend 3 hours of the day on their
phone, would it be of interest?
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I saw you wrote about people with their faces in their phones in the
pub!
If I had data suggesting people spend 3 hours of the day on their
phone, would it be of interest?
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Reciprocity
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Great. While we’re conducting our research, are there any other
questions you think we should be asking?
Is there any data we could acquire that would specifically help you?
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Messaging and Headlines
4. What
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How well you describe your content isas important as how good it actually is.
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Let’s take a lesson from clickbait headlines
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Yes, you need a cracking headline.
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Yes, you need a cracking headline.But you also need to deliver on it.
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The headline might generate theinterest. But delivering on it
generates the link.
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http://simitator.com/generator/twitter/tweet
https://www.google.com/insights/consumersurveys/
+
Test headlines, email subjects, Tweets…
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MailChimp Lets You Split Test Email
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Read this.
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And these.
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And these.
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And these.
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Reaching the right people at scale
5. How
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Outreach ≠ Promotion
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Supplement with Paid Press Release Distribution
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Paid Social and Content Discovery
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PPC for Content Promotion
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“Adwords ischeap.”
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“Adwords ischeap.”
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Adwords is auction based.If nobody is bidding, it’s
freakin’ cheap.
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Nobody’s bidding
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Nobody’s bidding
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Nobody’s bidding
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Bing is even cheaper.
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On Page SEO for Content
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Treat a piece of content theway you would treat a key
product or service page
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Thank you
stacey.macnaught@tecmark.co.uk
@staceycav
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